How to Market Your Wellness Website | 5 Simple Strategies

So you’ve finally accomplished the task of hiring a wellness web designer to build you a wellness website that beautifully aligns with your brand. Your Squarespace designer works with you to help bring your vision to life in the form of a website that gives you confidence as it accurately supports your online presence, and you eagerly want to show it off to everyone.

Once the designer offboards your website to you, you slowly find yourself facing a new chapter in your web design journey that has less to do with design and more to do with how to promote a wellness website.

After building Nomadic Virtual Solutions, I soon found myself faced with the common question of how to get traffic to a wellness website in a sea of so many options and suggestions. Today’s blog will frame what I’ve learned about getting a wellness website seen and how the same options may work for you as you market your website as a wellness professional.

1. Use Social Media to Send People Back to Your Website

Whether you’re a psychologist, psychiatrist, or massage therapist, social media can be one of the easiest ways for wellness professionals to introduce people to their website. However, with so many options and so little time as a busy and established wellness professional, it’s important for you to select at least two marketing strategies or social media platforms that you can keep up with consistently.

Moreover, it is also important to choose options that feel comfortable to you so that you are not dreading them every time it’s time to utilize the tools to promote your wellness website.

Here are some social media marketing for wellness professionals options:

Instagram
Pinterest
Facebook
LinkedIn, depending on the type of wellness professional
Sharing blog posts
Sharing services
Sharing educational content
Linking back to relevant website pages

As you do the prep work for your wellness business marketing, don’t overwhelm yourself by thinking that your social media needs to contain everything. Instead, use it to pique curiosity and give people a reason to visit your website.

For example:

Instagram post → helpful tip → “Read the full article” → blog

Pinterest pin → problem/question → blog post

Instagram → service explanation → Services page

Which social media marketing options above best resonate with you?

If creating consistent social media content feels like another full-time job, having a collection of editable Instagram post templates can make it much easier to show up consistently without designing every post from scratch. Check out The Everyday Edit for mental health professionals or The Confidence Edit for coaches.

magnifying-glass — Photo by Markus Winkler

2. Give Search Engines a Reason to Find Your Website

If you worked with a professional Squarespace designer, then it’s highly probable that you already learned about SEO, also known as Search Engine Optimization. SEO helps connect people searching for information with websites that provide useful answers. More specifically, using targeted keywords and phrases throughout your site can make it easier for Google to understand your website and potentially show it to people searching for those same or similar terms.

Squarespace is a useful platform for wellness professionals because it already has built-in SEO features that can help you optimize your website for search. With that said, Squarespace makes many SEO features accessible, but it’s still up to you to utilize these tools for optimization.

Many Squarespace web designers provide basic SEO optimization in their website-building packages to help clients cover the core fundamentals of adding SEO keywords to photos and copy throughout the site.

I also learned that you don't necessarily need to start by trying to rank for something huge like “wellness website.”

A newer website may have more opportunity with specific searches or long-tail keywords such as:

“website for massage therapists”
“website design for therapists”
“website for life coaches”
“how to market a wellness business”
“how to promote a therapy practice website”

Bonus tip: Adding an FAQ section and blog to your website are great ways to naturally incorporate keywords and long-tail keywords into your content while supporting your overall SEO efforts.

Not sure where to start with your website content or SEO keywords? The Wellness Website Content Planner helps you plan your website pages while keeping a keyword bank organized—so you have a helpful reference when writing your own content or working with a wellness web designer.

3. Start Thinking About AI Search Optimization

You may have heard people talking about AI SEO, AI search optimization, or generative engine optimization (GEO). If you're wondering what this means for your wellness website, please know that you're not alone.

Prospective clients are increasingly using tools such as ChatGPT, Google AI features, Gemini, Bing Copilot, and Perplexity to research questions, businesses, products, and services. AI-powered search systems can summarize information from websites and may include links to the sources they use. In other words, that source could be you!

Please keep in mind that you do not need to throw traditional SEO out the window.

So, what should wellness professionals do about AI search optimization?

Keep your website:

Clear and easy to understand
Well organized
Specific about your services
Helpful and informative
Written in natural language
Supported by relevant credentials and experience
Connected to trustworthy external sources where appropriate

Always keep in mind that clear headings, concise paragraphs, bullet points, and FAQ-style information can also make content easier for AI systems to process.

Squarespace specifically notes that many traditional SEO practices still apply to AI-powered search, including indexing, metadata, relevant keywords, site structure, mobile friendliness, and clear content. Squarespace also now offers an AI Visibility tool that allows website owners to test how their business appears in AI-powered search and review prompts related to their business. It's available on Squarespace 7.1 sites, although AI credits vary by plan.

This is just another reason why Squarespace can be a great platform to use as an all-in-one resource for your wellness website marketing needs.

4. Build Backlinks Through Relationships

Is there a website that you frequently visit that also recommends other websites you may have clicked on because of the trust you have in the first site? If so, you probably clicked on a backlink to get to the recommended site. A backlink is simply when one website links to another website.

Backlinks can be a helpful addition when it comes to marketing a wellness website for a coach, therapist, or other wellness professional. When a backlink comes from a reputable source and is used in a relevant context, it can support your website's visibility in search results. It can also help people discover your website because your link is being shared on another website.

Ideally, it’s best to build reputable relationships with others who may create backlinks on their websites that refer to your website, rather than paying for questionable services that promise to create backlinks without considering whether those links are relevant to your industry. The quality and relevance of the websites linking to you matter.

Here’s a good example:

Let’s say that you are an experienced therapist who specializes in marriage counseling and you are a frequent reader of Psychology Today. Psychology Today is a well-known mental health and behavioral science resource. Additionally, the website currently has a Find a Therapist option in the navigation menu where prospective clients can search for therapists in their area.

As a therapist, you may choose to create a profile on Psychology Today that links back to your therapist website. Since Psychology Today receives significant traffic and is directly relevant to your profession, having your website linked from your profile can be an example of a relevant backlink that may help people discover your practice.

In contrast, using an online marketplace where a freelancer suggests they can help you get more traffic by listing your website on an unknown source may not be the best idea. In some cases, these backlink services may create links that aren't relevant to therapy, psychology, coaching, or other wellness professions and may simply offer exposure without much context.

Although this may result in some traffic, you want to be thoughtful about where your website is being linked. Relevance and credibility matter when you're building your online presence, so focus on creating genuine relationships and earning links from sources that make sense for your wellness business.

It is worth noting that Squarespace's current AI-search guidance also recommends building links from trusted sites as part of strengthening your online presence and brand credibility.

5. Don't Underestimate Word of Mouth

As the traditional proverb states, “It’s not what you know, it’s who you know.” Unrelated to social media, SEO, AI SEO, and backlinks, human relationships can lead to strong referrals and, in some cases, may be all you need.

Here are some ways that word of mouth can help you get discovered:

A friend recommends you
Another professional refers you
A previous client mentions you
You meet someone at an event
You connect through a professional organization

But then what happens next?

They Google you.

That's where your professional wellness website needs to be ready for discovery!

Here is how you can best position yourself:

Easy-to-share website URL
Current information
Clear services
Professional branding
Easy-to-find booking or contact information
Consistency between your social media and website

“My friend recommended you. Can you send me your website?”

This is a tiny sentence that’s also a marketing opportunity. Are you ready?

Final Thoughts — Marketing Takes Time

I hope that the biggest takeaway for you today is that you don't need to be everywhere. You need to create different paths that lead the right people back to your wellness website.

Social media can introduce your ideal client to you.

SEO can help them discover you through a simple Google search.

AI search optimization can help your content become easier for AI-powered tools to understand and find relevant information about your business.

Backlinks can strengthen your online presence through credibility and relevant connections.

Word of mouth can bring people directly to your virtual doorstep with ease.

At Nomadic Virtual Solutions, I design custom Squarespace websites for wellness professionals that are thoughtful, strategic, and built around the experience you want to create for your ideal clients. As part of your website project, I can also help you establish a basic SEO foundation, including relevant keywords, page titles, descriptions, and other foundational SEO elements to help your new website get started.

And because Squarespace continues to introduce tools that can support visibility in AI-powered search, I can also help you make use of the AI functionality available within Squarespace as you build and optimize your website.

You don't need to have everything figured out before you start. If you're looking for a Squarespace web designer for therapists, coaches, massage therapists, or other wellness professionals, feel welcome to book a discovery call and tell me what you're envisioning for your website.

5 Ways to Market Your Wellness Website

1. Use Social Media to Send People Back to Your Website

2. Give Search Engines a Reason to Find Your Website